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Kano: Kano Model
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The Kano model is an effective Six Sigma tool, but it has its limitations. It can only be used for analyzing the effects and certainly not for suggesting new product features, something that is quite difficult to achieve. The limitations... have not affected the use of the Kano model, as its advantages are far greater than its limitations.
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A very astute student of Dr. Ishikawa, Dr. Noriaki Kano, developed an interesting model to address the various ways in which Six Sigma practitioners can prioritize customer needs. This became particularly important when trying to rank the customer’s wants and desires in a logical fashion.
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Note that the Kano model can be used to help identify customer segments, based on the relative prioity of each segment's requirements. Once segments have been defined, using both needs analysis and more tradition criteria such as gender, company size, etc., the Kano model can be re-applied to each segment to further defined the segment's priorities.
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In the first scenario, the Kano model implies that the customer will adopt a neutral attitude towards the product or service. This means that customers are unlikely to become regular customers and can easily switch to any other brand that satisfies the same needs. In the second scenario, it implies that customers may become loyal to a certain extent but the chances of customers shifting to other available brands cannot be completely denied. In the third scenario, the Kano model implies that customer satisfaction levels are at their highest and it is highly unlikely that they will opt for other brands in the near future until and unless there is a drastic change in the quality and consistency of the product or service that they are currently using.
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This article provides an opportunity to examine a dining experience through the well-known Kano Model of customer satisfaction. The model, developed by Japanese quality expert Dr. Noriaki Kano, describes the complexities of customer needs and their relationship to customer satisfaction in an easy to understand visual format. From Kathy Parker.
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